UNIVERSITI PERTAHANAN NASIONAL MALAYSIA,

KEM PERDANA SUNGAI BESI 5700,

KUALA LUMPUR

DMM 3803 CORPORATE COMMUNICATION

CSR (Corporate Social Responsibility)
Due date: 12 June 2023

NAME AHMAD ALAQ BIN AHMD SHAFFEE

NO MATRIKS 2210723
CLASS 2ZP58B
LECTURER PROF. MADYA DR. AIDA NASIRAH BINTI ABDULLAH
 What is CSR?

Corporate Social Responsibility (CSR) is a strategic approach that businesses adopt to

guarantee that their activities are in line with moral standards and have a favourable influence on
society and the environment. It means going above and beyond only adhering to the law and
taking proactive measures to address social, environmental, and ethical issues.

The essence of CSR lies in recognizing that businesses exist within a broader social
framework and should actively contribute to the well-being of stakeholders. This includes
employees, customers, communities, and the natural environment. While profitability remains a
fundamental objective, it is not the sole purpose of a responsible corporation.

CSR fosters business adoption of environmental sustainability practises that lessen

negative effects on the environment. This includes activities aimed at reducing carbon emissions,
promoting sustainability, and conserving resources along the entire supply chain. Businesses
may help slow down climate change and protect natural resources for future generations by
putting eco-friendly practises in place.

Social wellbeing is yet another essential component of CSR. Companies that practise
social responsibility take part in activities that improve community welfare in general. This can
be done by encouraging programmes that support diversity and inclusivity in the workforce,
healthcare, education, and efforts to reduce poverty. Corporations may support the development
of more robust and resilient communities by making investments in these regions.

Ethical business practices are integral to CSR. Organizations are expected to uphold high
ethical standards in their operations. This entails maintaining integrity, transparency, and fairness
in all business dealings. Ethical considerations include responsible sourcing, ensuring the well-
being of employees, and avoiding corrupt practices. By adhering to ethical guidelines, companies
can earn the trust and loyalty of stakeholders, fostering sustainable relationships.
 Philanthropy and community involvement are significant components of CSR. Many
companies allocate resources, expertise, and financial contributions to support charitable causes
and community development projects. By actively engaging with local communities, businesses
can contribute to their growth and address specific societal needs.

Stakeholder engagement is vital for effective CSR implementation. It involves actively

involving stakeholders in decision-making processes and understanding their concerns and
expectations. Engaging with employees, customers, investors, governmental entities, NGOs, and
local communities enables businesses to align their strategies with the broader interests of
society.

Embracing CSR initiatives offers numerous benefits to businesses. Firstly, it enhances a

company's reputation and brand image, leading to increased customer loyalty and trust.
Secondly, it can facilitate access to new markets and attract socially conscious consumers.
Moreover, a robust CSR strategy can help organizations recruit and retain talented employees
who value the company's commitment to social and environmental responsibility.

It is significant to note that due to various circumstances and obstacles, the specific CSR
efforts and priorities can change between businesses, industries, and geographies. Organisations
should therefore adapt their CSR strategies to fit their particular needs while coordinating them
with overall sustainability objectives.

In conclusion A company's proactive commitment to moral behaviour, social welfare,

environmental sustainability, and stakeholder engagement is represented by its CSR. Businesses
may create shared value for both themselves and society by incorporating CSR into their
fundamental strategies, assuring a more sustainable and successful future.
 Why is CSR important in Corporate Communication?

First and foremost, effective CSR communication serves as a powerful tool for enhancing
a company's reputation and image. By effectively disseminating information about CSR
initiatives to stakeholders, organizations can bolster their standing and cultivate a positive brand
image. This, in turn, fosters trust, credibility, and goodwill among customers, investors,
employees, and the broader public.

Moreover, CSR communication facilitates stakeholder engagement and the establishment

of trust. It enables companies to actively involve their stakeholders in the organization's social
and environmental endeavors. By transparently sharing information about CSR activities,
companies can forge stronger relationships, instill trust, and motivate stakeholders to actively
support and participate in these initiatives. Engaging stakeholders in this manner cultivates a
sense of shared responsibility and can transform them into vocal advocates for the company.

Another crucial aspect lies in the ability of CSR communication to differentiate

companies in a competitive landscape. With the growing consumer demand for socially and
environmentally responsible products and services, effectively communicating CSR efforts
becomes a source of competitive advantage. By showcasing their dedication to sustainability and
ethical practices, companies can attract like-minded customers, investors, and business partners
who align with their values, thus fostering a distinct market positioning.

CSR communication also assumes significance in crisis management and risk mitigation.
When faced with challenges or potential damage to their reputation, companies equipped with a
robust CSR foundation and effective communication strategies can navigate through adversity
more efficiently. By having a well-established track record of CSR initiatives and transparently
communicating their commitment to addressing societal concerns, organizations can demonstrate
resilience and responsible practices. This, in turn, aids in mitigating reputational damage and
rebuilding trust during challenging times.
 Furthermore, CSR communication plays a pivotal role in engaging employees and
fostering a sense of pride and purpose within the workforce. When employees fully comprehend
and identify with the organization's CSR initiatives, it enhances their motivation, job satisfaction,
and loyalty. Employees who feel a deep connection to the company's broader social and
environmental goals are more likely to exhibit high levels of productivity, commitment, and
become enthusiastic advocates for the organization.

Additionally, CSR communication assists companies in adhering to regulatory

compliance and legal requirements. Many jurisdictions mandate reporting and disclosure
guidelines concerning social and environmental impacts. By effectively communicating CSR
activities and progress, organizations can showcase their compliance with relevant regulations,
thereby bolstering their overall corporate governance and risk management practices.

In summary, effective CSR communication serves as an indispensable tool for companies

to engage stakeholders, build trust, differentiate themselves, manage risks, attract and retain
talent, and cultivate a positive brand image. By transparently and authentically conveying their
CSR initiatives, organizations can effectively communicate their dedication to responsible
business practices, making a meaningful and positive impact on society and the environment.
 What is the main purpose of CSR?

Firstly, CSR embodies the commitment of businesses to uphold ethical conduct. It

advocates for responsible practices and emphasizes the importance of integrity, transparency,
and fairness in all aspects of business operations. The primary objective is to ensure that
companies do not inflict harm upon society or the environment, and instead, actively contribute
to their betterment.

Another fundamental purpose of CSR is to drive sustainable development. It recognizes

the interconnectedness of social, environmental, and economic factors and encourages businesses
to adopt practices that minimize negative impacts on the environment. This entails resource
conservation, pollution reduction, and the promotion of social well-being. By integrating
sustainable practices into their operations, companies can contribute to creating a more
sustainable and equitable future.

Central to CSR is the notion of stakeholder engagement. The purpose here is to actively
involve stakeholders in decision-making processes and consider their perspectives and interests.
By engaging stakeholders, businesses can gain insights into the diverse needs and concerns of
the communities they operate in. This fosters trust, accountability, and collaboration, ultimately
contributing to the well-being of these communities.

Reputation and trust-building form another key purpose of CSR. When companies
demonstrate a genuine commitment to social and environmental responsibility, it enhances their
reputation among stakeholders. This reputation translates into increased brand loyalty, customer
satisfaction, and attractiveness to investors. By cultivating a positive image through CSR
initiatives, companies can distinguish themselves and establish themselves as trusted entities.
 CSR also plays a vital role in risk management. It helps companies identify and address
potential risks associated with social, environmental, and ethical factors. By proactively tackling
these challenges, businesses can mitigate reputational risks, regulatory non-compliance, and
potential legal issues. Integrating CSR into risk management practices enhances a company's
resilience, ensuring its long-term sustainability.

Furthermore, CSR underscores the concept of shared value creation. It recognizes that
societal progress and business success are not mutually exclusive but rather interdependent. By
aligning business strategies with societal needs, companies can identify opportunities for
innovation, market growth, and cost savings. This approach not only benefits society but also
drives business competitiveness and profitability.

In summary, the purpose of CSR is multi-dimensional. It aims to instill ethical conduct,

drive sustainable development, engage stakeholders, build reputation and trust, manage risks,
and create shared value. By integrating CSR into their core strategies, companies can
demonstrate their commitment to responsible business practices, making a positive impact on
society, the environment, and stakeholders at large.
 How does it work?

Essentially, in Goal Setting and Strategy Development perseptive, the initial stage entails
establishing clear-cut goals and objectives that align with the company's values, industry
standards, and stakeholder expectations. This necessitates a comprehensive analysis of pertinent
social, environmental, and ethical concerns tied to the company's operations, thus identifying
avenues for positive impact. Subsequently, a well-defined CSR strategy is formulated,
delineating specific initiatives and actions to be undertaken.

Next, Integration into Business Operations, the effectiveness of CSR hinges upon
seamless integration into the company's overarching business operations and decision-making
processes. This entails embedding CSR considerations across all organizational levels and
functions. For instance, sustainable practices may be integrated into supply chain management,
while social responsibility criteria might be incorporated into procurement processes. In essence,
CSR becomes an intrinsic aspect of the company's modus operandi.

Other than that Stakeholder Engagement also play a role as active engagement of
stakeholders forms a pivotal aspect of CSR. Companies proactively involve stakeholders,
including employees, customers, local communities, non-governmental organizations (NGOs),
and governmental entities, in the CSR process. This involvement encompasses seeking input,
engaging in dialogue, and addressing concerns and expectations. By embracing stakeholder
engagement, companies gain invaluable insights, fostering collaboration and enhancing the
effectiveness and credibility of their CSR initiatives.

Besides that, Implementation and Monitoring, Once the CSR strategy takes shape, it is
translated into action. This entails executing planned initiatives and projects, allocating requisite
resources, and assigning responsibilities accordingly. To ensure progress and compliance with
established goals and targets, robust monitoring and evaluation mechanisms are instituted. Key
performance indicators (KPIs) are defined to assess the efficacy and impact of CSR endeavors.
 What is CSR example?

1. Environmental Sustainability:
Within the realm of CSR, companies embrace multifaceted initiatives aimed at advancing
environmental sustainability. These encompass a sweeping gamut of practices, ranging
from the implementation of cutting-edge energy efficiency measures and the harnessing
of innovative technologies to curtail carbon emissions, to judiciously conserving
invaluable water resources through sustainable consumption patterns. Moreover,
companies champion recycling and waste reduction endeavors while investing in the
development and deployment of renewable energy sources. For instance, a company
might set audacious objectives to achieve carbon neutrality within a specific timeframe,
fervently striving to harmonize profitability with ecological harmony through the astute
adoption of sustainable packaging solutions.

2. Philanthropy and Community Engagement:

A cornerstone of CSR lies in the philanthropic pursuits and fervent community
engagement undertaken by companies. They allocate a proportionate share of their profits
to finance noble causes, bestowing much-needed support upon charitable organizations
and driving grassroots projects that empower communities. Embracing a kaleidoscope of
areas, these endeavors encompass educational programs that illuminate the path towards
knowledge, healthcare initiatives that foster vitality and well-being, the nurturing of arts
and culture, or even channeling resources towards alleviating the consequences of natural
disasters. Moreover, companies actively encourage their employees to dedicate their time
and talents to voluntary efforts, amplifying the collective impact of their philanthropic
footprint.
3. Ethical Labor Practices:
CSR permeates the realm of labor practices, with companies steadfastly committed to
cultivating an ethical ecosystem. They relentlessly champion the fair remuneration of
employees, ensuring that working conditions are safe, nurturing, and conducive to
physical and mental well-being. Proactive endeavors focus on offering ample
opportunities for professional growth and advancement, thus fostering a culture of
meritocracy. Upholding the inviolable principles of social responsibility, companies
design policies that explicitly repudiate the employment of child labor or exploitative
practices across their intricate supply chains. In parallel, investments are made in
employee training programs, the nurturing of diverse and inclusive work environments,
and the provision of mechanisms that enable harmonious work-life integration.

4. Social Impact Initiatives:

CSR springs forth in a vivid tapestry of social impact initiatives, serving as a catalyst for
transformative change and progress. Companies embark upon purpose-driven programs
that endeavor to bridge the educational divide in underserved communities, empowering
individuals and nurturing skills that unlock the gates to prosperity. Furthermore, a
resolute commitment to gender equality and inclusivity sees companies crafting
initiatives that empower women and marginalized groups, ushering them into the realm
of opportunities and bridging systemic disparities. Collaborative partnerships with non-
governmental organizations (NGOs) serve as conduits for addressing poverty, hunger,
healthcare inadequacies, and myriad societal challenges. By embracing the role of a
proactive agent of change, companies become instrumental in fostering the welfare of
society at large.